Fitness Clothing

The marketing team for a popular fitness clothing brand wanted to expand their offerings with a new product line. In order to do so, they needed to understand how likely consumers are to purchase a new product line that was unique and different from their typical offerings. They had some preconceived market segments based on census data and demographics, but were looking for a way to more deeply understand their audience. After collecting responses from a representative sample, the marketing team used SightX’s machine learning functionality to uncover previously unknown segments using data from behavioral and psychographic questions. They were then able to develop multiple marketing campaigns targeting different segments of their audience. As we know, consumers each purchase things for their own reasons. So why not speak to them in the language they already know?